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Practical articles on ads, SEO, social and strategy. Written by the people who run the campaigns themselves.
Dashboards nobody reads: report in revenueA dashboard full of charts says little. How to make a monthly report your leadership understands and that…
Brand and performance: why you need bothSteering only on direct conversions seems efficient, but it slows your growth. How to find the balance.
Your own AI assistant for sales: from request to quote
A request in, a quote out. How to let AI do the groundwork.
Local ads in Google Maps: being found in your region
People searching nearby often look at the map first. How to appear at the top there.
TikTok as a search engine: how younger customers find you
A growing group no longer searches in Google, but on TikTok. What does that mean for your business?
WhatsApp as a marketing channel: what is allowed and what works
WhatsApp is read more than email. How to use it without annoying customers.
Conversion optimisation with few visitors: testing without an A/B test
Too little traffic for a reliable A/B test? How to still improve your site based on facts.
Your brand in AI answers: how to measure your visibility
How often does an AI assistant mention your business? How to track and improve it.
Measuring without cookies: models, MMM and incrementality
Fewer and fewer clicks can be tracked. How to still know what your marketing delivers.
LinkedIn video and the founder as the face of your brand
On LinkedIn people work better than logos. How to put yourself forward without becoming an influencer.
Splitting the 2026 budget: a plan on one page
Budget time. How to split your marketing budget on numbers, not gut feeling.
AI Max for search campaigns: advertising without keywords?
Google extends search campaigns with AI that picks search terms and copy itself. When do you switch it on?
AI agents in customer service: where they do and do not work
AI can handle more and more on its own. A sober look at what you can automate now.
Email is back: why owned channels matter more
Algorithms change, ads get more expensive. Your email list is yours.
Zero-click searches: how to still get traffic and leads
More and more often the answer is already in Google. How to stay visible and still win customers.
Meta ads with AI creative: time saver or sameness?
Meta creates ad variants with AI. How to use it without everything looking alike.
The accessibility law takes effect in June: final checklist
On 28 June the European Accessibility Act applies. Go through these points for your shop.
More grip on Performance Max: using the new insights
Google gives more visibility into where your Performance Max budget goes. How to steer it better.
Prompts are the new keywords: how people search in AI
In an AI assistant people type whole questions. How to tailor your content to that.
Server-side tracking for small businesses: worth it or overkill?
Big brands measure via their own server. When does that pay off for a smaller business?
Marketing in 2025: five shifts to watch
What really changes this year, and what is mostly noise? Five trends that affect your planning.
Being found in ChatGPT: what is GEO?
More and more people ask an AI assistant. How to increase the chance your business gets mentioned.
Black Friday emails that stand out without shouting
The busiest week in the inbox. How to make your email stand out.
An AI chatbot on your website: what works and what annoys
Chatbots are smarter than ever. How to use one that helps customers instead of scaring them off.
The European Accessibility Act is coming: is your website ready?
From June 2025 many websites and shops must be accessible. Start now and it will not be a sprint.
Demand Gen campaigns: the successor to Discovery explained
Discovery campaigns have been replaced by Demand Gen. How to use them for new customers.
Google keeps third-party cookies after all: why first-party data still counts
Chrome is not dropping third-party cookies. Why your strategy should not change because of it.
Instagram Reels for business: what works in 2024
Reels get the most reach on Instagram. How to make them without a production team.
AI Overviews in Google: fewer clicks on informational questions?
Google is showing AI answers above the search results in the US. What does that mean for your traffic?
The big March Google update: what changed for small sites
Google rolled out a major core update and cracked down harder on spam. What you can learn from it.
Consent Mode v2 is live: how to check it works
From March it is mandatory. With these checks you know for sure you are not missing data.
The new Gmail and Yahoo rules are live: check your DMARC
Since February, Gmail and Yahoo reject email that does not meet the requirements. Five minutes to check you are set.
Chrome tests without third-party cookies: are you noticing yet?
Google is switching off third-party cookies for a small share of Chrome users. How to check the impact.
Consent Mode v2 required from March: how to prepare
Anyone advertising with Google in Europe will soon need Consent Mode v2. This is what you need to arrange.
Black Friday without discounts: sell with value
Everyone shouts discount. How to stand out without giving away your margin.
Gmail and Yahoo tighten the rules: how to stay in the inbox
From February, Gmail and Yahoo set stricter requirements for bulk email. This is what you need to arrange.
Your search terms report is gold: how to read it
Not your keywords, but the search terms tell what people really type. That is where your biggest savings are.
Twitter is now X: should you still advertise there?
The name is different, the platform is changing fast. A sober look for advertisers.
Universal Analytics has stopped. Now what?
The old Analytics no longer processes data. How to get the most out of GA4 from today.
A landing page per campaign: why your homepage is not one
Sending ad traffic to your homepage? Then you are leaving leads on the table.
Your Google Business Profile: the local win you are leaving behind
For local searches, your business profile often matters more than your website. How to get more out of it.
Meta Advantage+ Shopping: do you let the algorithm do the work?
Meta is betting more and more on automated campaigns. When does Advantage+ work and when not?
Four months to go: checklist for your switch to GA4
On 1 July Universal Analytics stops. Go through this list and you will be ready in time.
AI content and SEO: what Google really thinks
Google has spoken about AI content. The answer is more nuanced than you might think.
Your 2023 marketing plan on one page
No thick report, just a plan you actually use. How to put it on paper in an hour.
ChatGPT has launched: what does it mean for marketers?
Everyone is talking about the new OpenAI chatbot. What can you already do with it, and where should you be…
Speed and conversion: what one second of load time costs
A slower page costs leads. How to calculate what speed is worth to you.
Smart Shopping becomes Performance Max: migrate without losing results
Google is converting Smart Shopping. With these steps you keep your results.
LinkedIn ads: B2B leads without burning money
LinkedIn is expensive per click, but reaches exactly the right people. How to make it profitable.
The Helpful Content Update: write for people, not for Google
Google rewards content that really helps and penalises text written only for search engines.
Segmenting without open rates: clicks and purchases as the basis
Since Apple hides opens, segments based on opens are unreliable. How to segment smarter.
Expanded text ads are ending: get the most out of responsive search ads
From July you can no longer create classic text ads. How to write ads the system can use well.
Mobile first in practice: test your site on a real phone
More than half of your visitors are on mobile. How to see what they see and where they drop off.
Inflation and marketing budgets: do not cut what works
Everything is getting more expensive and the reflex is to cut marketing. How to make a smarter choice.
Universal Analytics stops in July 2023: start with GA4 now
Google is switching off the old Analytics. Start now and you will have a year of comparison data.
TikTok ads for small businesses: worth it or hype?
TikTok is growing fast, also beyond the youngest audience. When does advertising there make sense for your business?
Google Analytics and the GDPR: what the Austrian ruling means for you
A privacy regulator ruled that Google Analytics is not simply allowed. What should a Dutch business do?
After Black Friday: email flows that still earn money in December
The busiest weeks are over, your new customers are not. How to turn one-time buyers into returning customers.
Performance Max is here: how to start without losing your budget
One campaign for search, YouTube, Display, Gmail and Maps. Sounds good, but without preparation it goes wrong.
Facebook is now Meta: what changes for advertisers?
The name is new, your ad account stays the same. This is what you do need to know.
Google rewrites your title tags: now what?
More and more often Google shows a different title than the one you set. How to keep control of how…
Forms that convert: seven changes for today
A form is often the last hurdle. With these small changes, more requests get through.
Google delays the end of cookies: why you should not wait
Third-party cookies stay longer in Chrome. Still, this is the moment to get your own data in order.
Apple Mail Privacy Protection: why your open rate will soon be wrong
Apple is hiding opens. How to keep measuring your email marketing properly.
Core Web Vitals become a ranking factor: start here
From June, the user experience of your page counts in Google. These are the three numbers that matter.
After iOS 14.5: how to set up Aggregated Event Measurement properly
The update is live. How to make sure Meta keeps measuring your most important conversions.
iOS 14 is coming: what Apple is doing to your ad measurement
Apple will require apps to ask permission for tracking. These are the consequences for your ads.
Broad match modifier is going away: what changes
Google is dropping the plus signs for broad match. What does that mean for your keywords and budget?
Lockdown and local business: how to stay visible online
Shops closed, customers at home. How to make sure they still find and choose you online.
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